Porsche’s financial struggles have forced a radical shift in strategy. After operating profit plunged by 98.5% in 2025, the brand is focusing on a new supercar platform to boost profitability. The Mission S concept, unveiled as part of CEO Michael Leiters’ “Sportwagenschmiede 35” plan, signals a return to combustion and hybrid dominance—despite Porsche’s earlier push toward full electrification.
The Mission S is no mere concept. Leiters, a former McLaren and Ferrari executive, has confirmed Porsche will not build a battery-electric supercar, citing no demand in the segment for a BEV. Instead, the platform will support pure internal combustion, hybrid, and plug-in hybrid variants. The Mission S itself will sit above the 911 in Porsche’s lineup, targeting competitors like Ferrari and Lamborghini.
The car’s design language, overseen by Porsche’s design director, rejects sharp edges in favor of rounded surfaces and architectural tension. Inside, the cabin strips away digital clutter, returning to analog dials and physical switches, a stark contrast to the Taycan’s heavily digitized interface. Porsche’s history suggests most of the concept’s styling will make it to production, including the exposed cooling fan inspired by the 917 and the teledial wheels borrowed from the 928.
But the supercar is only part of the plan. Porsche is also doubling down on customization to boost margins. The company aims to increase the average spend on its most expensive cars from €270,000 to €330,000, inspired by Ferrari’s average selling price of €440,000. Special projects like the Flachbau RS, a customer-commissioned GT2 RS with bespoke modifications, demonstrate this strategy. Porsche has 15 more one-off projects in development, with customers paying between €1.62 million and €13.47 million for unique creations.
Porsche Expands Customization
Porsche’s restoration division, Weissach, is also expanding. Eleven Carrera GTs have been refitted with new styling and performance upgrades, with more in the pipeline. The goal is to turn Porsche’s most expensive customers into repeat buyers, willing to spend millions on limited-edition projects.
The supercar’s exact positioning remains unclear, but it will not be a limited-run hypercar. Leiters’ focus on combustion suggests Porsche is doubling down on what its customers still want, even as the industry shifts toward electrification. The Mission S isn’t just a car; it’s a statement.
R&D chief Michael Steiner hinted at the platform’s flexibility: ‘In principle it could be a very pure, lightweight [combustion] sports car or combine performance hybridisation to take advantage of chassis systems.’ The 911 Turbo S, with its electric turbochargers and 400-volt hybrid system, offers a preview of how Porsche might merge cutting-edge tech with traditional performance.
Beyond the supercar, Porsche plans to expand its lineup with models like a three-row SUV for North America and a higher-priced electric 718 Boxster replacement. The challenge is balancing customer demand with the industry’s shift toward electrification.
Simplifying The Driving Experience
A focus on purity and simplicity inside the Mission S is also part of Porsche’s new direction. The interior is inspired by those of the 550 Spyder and 356, with a simple dash layout featuring physical switches and part-physical, part-digital instruments with a central analogue rev needle.
To reduce distractions, Porsche has intentionally omitted a permanent central infotainment screen, offering a retractable holder for a smartphone instead. This approach contrasts with the Taycan’s pioneering passenger display, creating a clean driving environment.
The higher price of the electric 718 Boxster replacement will fund its bespoke architecture and drivetrain. Porsche aims to increase customer spending on its most expensive cars with a greater array of individualisation options, including customer-commissioned ‘few offs.’
The Flachbau RS exemplifies Porsche’s ‘Sonderwunsch’ program. A customer’s 2018 GT2 RS was transformed with new aerodynamics, a 31kg weight reduction, and Nordschleife testing. With 15 more one-off projects in the works, Porsche is scaling up its bespoke capabilities.
Weissach is also expanding its restoration services, recommissioning existing cars with new styling and performance upgrades. Eleven Carrera GTs have been refitted, with another 37 in progress, as Porsche focuses on customization to boost margins and strengthen its luxury performance position.
